Narrative Marketing goes back to the basics in recognizing that every component of the marketing function (creating, communicating, delivering and exchanging) has an impact on the customer experience which in turn forms a story of its own.
While Content Marketing opens up the opportunity for brands to create and use of content to conjure up the brand story, Narrative Marketing argues for the need to design a story world to incorporate both the canonical (or “official”) story from the brand’s content as well as stories from the additional tributaries of customer, employees and publics.
It is this holistic management of the brand narrative that will create brand value and equity with loyal, engaged and emotionally connected fans.